L200 Triton – Ad Campaign LaunchAfrica and Mitsubishi

CP– Spring 2011 – New products & Service Development

Africa Agency

• Is the top of mind agency in Brazil

• Is recognized as the toughest agency to work in Brazil.

• Is a agency that is forecasting new ways of advertising.

Mitsubishi Motors Brazil

• Is a total independent organization

• Is a family organization

• The organization trusts a lot on the agency

New Ad Campaign to launch L200 Triton

Client’s Briefing• It’s a new car in Brazil• It’s more sophisticated than L200 Outdoor• It’s a 4X4 and is a city car • It’s a pick-up but is not a rough car• It’s a mans car• It’s an expensive car, so you won’t use it for heavy work• It has a totally different design (is a pretty pick up) • We have 3MM• We must have at least TV and magazine ads• We and something huge if less costs

Organization Goals: • Launch a good Ad campaign for L200 Triton

Business unit Goals: • Sell the 200 stocks car in 2 months.

Strategic Direction: • One month work to launch the campaign.

Mitsubishi Team at Africa

CEO

Account team

Planner team

Media team

Creators team

Digital team

Funnel Development tool Useful for mitigating risks.

Activity 1: Ideation

Ideation• Make an emotional campaign• Make an rational campaign• Make a campaign focused on the young people• Make a campaign focused on the middle age people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is going to happen

next month and Mitsubishi has a stand.• Make a PR campaign• Only make a TV campaign• Only make a internet campaign• Only make a magazine campaign • Only make a retail campaign on newspaper• Make only a direct marketing campaign• Have a famous endorsement (national or international)• Make a campaign focusing the size of the car (Bucket) and how It can be used• Make a campaign focusing the 4X4

Activity 2: Elimination

Ideation ScreenBased on the client’s briefing:• Make an emotional campaign• Make an rational campaign• Make a campaign focused on the young people• Make a campaign focused on the middle age people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is going to happen

next month and Mitsubishi has a stand.• Make a PR campaign• Only make a TV campaign• Only make a internet campaign• Only make a magazine campaign • Only make a retail campaign on newspaper• Make only a direct marketing campaign• Have a famous endorsement (national or international)• Make a campaign focusing the size of the car (Bucket) and how It can be used• Make a campaign focusing the 4X4

Surface Evaluation – Explore the remain ideas

• Make an emotional campaign• Make an rational campaign• Make a campaign focused on the young people• Make a campaign focused on the middle age people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is

going to happen next month and Mitsubishi has a stand.

Surface Evaluation Screen

Based on research (focus group and competitors) :• Make an emotional campaign• Make an rational campaign• Make a campaign focused on the young people• Make a campaign focused on the middle age people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is

going to happen next month and Mitsubishi has a stand.• Make a campaign focused on the wealthy people

Detailed Evaluation

• Make an emotional campaign• Make a campaign focused on the young people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is

going to happen next month and Mitsubishi has a stand.• Make a campaign focused on the wealthy people

Detailed Evaluation Screen

• Discuss the remain ideas with the CEO of Africa and decide the best one.

Activity 3: Development

Development

• Cross-functional development: share the idea with the creators, media and digital teams.

• Cross-functional Development Gate: Make a presentation of the idea with the insights of the others teams.

Development

• Testing: Share this presentation with Mitsubishi.

• Testing gate: get Mitsubishi feedback about the idea.

Development

• Deployment: Share Mitsubishi’s feedback inside Africa (CEO, planners, creators, media, digital)

• Deployment gate: make sure everybody is aware of everything and the dead line.

Development

• Launch: We have a product! It’s the account’s briefing.

• Post launch review: check if all teams understood the product and need any help.

The Product: Account’s Briefing

• Make an emotional campaign• Make a campaign focused on the young people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is

going to happen next month and Mitsubishi has a stand.• Make a campaign focused on the wealthy people

NEW Funnel Development tool

Activity 1: Ideation

Ideation

• Creators thinks 100 different ideas.

• This phase take around 3 days.

Activity 2: Elimination

Ideation Screen

• Creators present those 100 ideas to the account team and the Creator CEO.

• Criteria: 1) Are the ideas ok with the Account’s Briefing?2) Those ideas are really different and will make a good

buzz on the ad marketing for the agency? (WSI)

Surface Evaluation – Explore the remain ideas

• Share and discuss the 15 bests ideas with planners, media and digital team.

Surface Evaluation Screen

• Criteria:1) Are the ideas ok with the media budget? 2) Are the ideas unfeasible, especially in digital?3) Are the ideas ok with the brand images in a 50,000

foot view?4) Can we produce it in 4 weeks?

Detailed Evaluation

• Make a draft of the best 7 ideas and make a presentation of those to Mitsubishi.

Detailed Evaluation Screen

• Mitsubishi’s Team choose the best idea.

Activity 3: Development

Development

• Cross-functional development: make an estimate cost for the film, the photo for magazine and the art matchbox car (especial idea)

• Cross-functional Development Gate: Approve the budget of the film, the photo for magazine and the art matchbox car

Development

• Testing: share the storyboard film, the draft of the photo and the draft of the art matchbox car with Africa and Mitsubishi.

• Testing gate: approval of the drafts and storyboard by Africa and Mitsubishi.

Development

• Deployment: Present the semi-final final, photo and art matchbox car to Africa and after Mitsubishi. Make the final adjustments and finalize the material.

• Deployment gate: Approval by Africa and later by Mitsubishi.

Development

• Launch: Campaign is on air!

• Post launch review: check the sales numbers of the car.

• Post launch review gate: should we make a new campaign or order more cars?

Results

• We built a car made by matchbox cars and exposed it in the Sao Paulo Auto Show

• We used this matchbox car in the film, to refer the target audience of their childhood

• We made a emotional campaign, exploring the outside of the car

• We made something totally new

The commercial

Imagine everything you’ve ever dreamed about a car, now on a bucket.

Mitsubishi L200 Triton. The 4X4 you’ve always dreamed.

Thank you.